SEO Strategy and Optimization for HiiMS (hiims.in)

Project Challenge

HiiMS faced several technical and SEO-related challenges that impacted its online visibility and user engagement. Key issues included:

1. Google Search Console Errors – Various technical issues affecting website performance and indexing.
2. Decline in Organic Traffic – A noticeable drop in website visitors.
3. Irrelevant Meta Tags – Poorly optimized meta tags negatively impacting SEO.
4. Missing Canonical Tags – Lack of canonicalization leading to duplicate content concerns.
5. Canonicalization Issues – Improper redirection of non-secure URLs to their HTTPS versions.
6. Incorrect Robots.txt Configuration – Improperly set rules affecting search engine crawling.
7. Toxic Backlinks – Presence of spammy and harmful backlinks impacting domain authority.
8. Misuse of Heading Tags – Ineffective structuring of content affecting search relevance.
9. Slow Page Speed – Poor website performance leading to high bounce rates.
10. Missing Custom 404 Page – Lack of a properly designed error-handling page.

SEO Roadmap & Implementation

To resolve these issues and improve HiiMS' online presence, I followed a strategic approach:

1. Comprehensive Website Audit & Competitor Analysis

• Conducted an in-depth audit of the website and backlink profile using Google Search Console and SEO tools.
• Analyzed competitor strategies to identify optimization opportunities.

2. Canonicalization & URL Optimization

• Redirected non-secure URLs to secure HTTPS versions to ensure proper indexing.
• Implemented canonical tags to prevent duplicate content issues.

3. Backlink Cleanup & Optimization

• Identified and disavowed toxic backlinks using Google Search Console to improve domain health.

4. Meta & Heading Tag Optimization

• Revamped meta titles and descriptions with keyword-optimized content.
• Corrected heading structure to enhance content hierarchy and SEO relevance.

5. Page Speed Optimization

• Reduced page load time by optimizing images, compressing resources, and minimizing render-blocking elements.

6. Robots.txt & Custom 404 Page Implementation

• Refined robots.txt to improve search engine crawling efficiency.
• Designed and implemented a user-friendly custom 404 error page.

7. Google Search Console Error Resolution

• Addressed and fixed all major issues reported in Google Search Console.

8. Content Strategy & Blog Optimization

• Developed and published SEO-driven blog content focusing on static keyword rankings.

Results Achieved

The optimizations led to significant improvements in website performance:

Organic Growth Metrics

1. Organic Search Traffic: Increased by 5.2%
2. User Growth: Increased by 31.81%
3. New Users: Increased by 30.6%
4. Returning Users: Increased by 26.4%

Platform Performance Metrics

1. Android Users: Increased by 34.8%
2. Windows Users: Increased by 33.6%
3. iOS Users: Increased by 20.5%
4. Linux Users: Increased by 30.9%
5. ChromeOS Users: Increased by 27%
6. Mobile Platform Usage: Increased by 34.6%
7. Desktop Platform Usage: Increased by 21.1%
8. Tablet Platform Usage: Increased by 33.7%

Conclusion

Through a structured SEO approach, technical fixes, and strategic content enhancements, I successfully improved HiiMS' search engine visibility and user engagement. This project highlights my expertise in identifying and resolving SEO challenges, leading to measurable growth and improved user experience.